In the last two chapters (6 and 7), we studied the third phase of ASCOR Digital Marketing Framework to understand the concepts of digital media planning and its key stages. We also looked at the steps to develop a marketing communications strategy and a basic introduction to key digital marketing channels.
In this chapter, we will start with a detailed understanding of the key elements of campaign management which forms the base for all types of digital marketing. We will then cover the two most important types of campaign executions—intent-based campaigns (search execution) and brand-based campaigns (display execution). This will be followed by covering basic campaign execution tactics for other emerging platforms, beginning with content marketing, and moving to social media, partner, communication, and platform-based marketing. The final section of this chapter discusses campaign monitoring and refinement areas like web analytics, key performance metrics, and marketing implementation RoI (Return on Investment).
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